To grow sales of ‘a kids brand’ by appealing to a target who were determined to reject childish things and to grow sales of ‘a Kellogg’s brand’ by becoming relevant beyond their traditional breakfast/morning heartland – and to do these two things at the same time.

The second instalment was to launch the new permanent flavour of Rice Krispies Squares, Rocky Road variant.

We wanted to find a distinct look and feel which reflected the Rice Krispies Squares Brand. We did this in two ways. Firstly by using the bright blue and bright yellow brand colours and secondly by reflecting the brand character - non- conformist, fun-seeking and humorous!

Following a really positive tracking response which highlighted that ‘It’s all lies’ is distinctive within the confectionery category and ownable by the RKS brand: ‘That’s refreshingly irreverent and cheeky…It’s a breath of fresh air’ and “The part that they’re not even square, means the brand comes across as not taking itself too seriously, and cheeky, RKS have also experienced a strong market performance.